This document provides an introduction to business research. It discusses what research is, defining it as a process of studying and analyzing problems to find solutions. Business research specifically aims to investigate and solve problems encountered in the workplace. The document outlines different types of problems that can arise in management and marketing. It then discusses research methods, distinguishing between quantitative and qualitative approaches. Various research types are defined, including applied vs basic research, descriptive vs analytical, and qualitative methods like narrative research and case studies. The document also covers internal vs external data sources and ethics in business research.

1. Introduction
To Business
Research
Research Methodology
Mah Noor
27 Jan 2021

2. What Is
Research?
Research is the process of
finding solutions to a
problem after a thorough
study and analysis of the
situational factors.
2
Managers in organizations constantly engage themselves
in studying and analyzing issues and hence are involved
in some form of research activity as they make decisions
at the workplace.

3. Business
Research
• Business research can be
described as a systematic and
organized effort to investigate
a specific problem
encountered in the work
setting, that needs a solution.
• Business research comprised
a series of steps designed
and executed, with the goal of
finding answers to the issues
that are of concern to the
manager in the work
environment.
3

4. Problems in
Management
Problems in
management are:
 Employee attitudes and
behaviors
 Human Resource
Management
 Production operation
management
 Information System
4

5. Problems in
Marketing
Problems in marketing
are:
 Advertising
 Sales Promotion
 Product packaging
 Product pricing
 Consumer preferences
 New product development
5

6. 6
“The secret of success is to
know something nobody
else knows.”
-Aristotle Onassis

7. 7
Kellogg’s
Problems
• The world’s leading
producer of cereals and a
major snack foods
manufacturer Kellogg’s
entered the Indian market
way back in 1994.
• When Kellogg’s initially
launched into the Indian
market it was with crispy
flakes that would go soggy
when consumed with hot
milk. When Indians tried
the unsweetened
breakfast flakes with cold
milk, they couldn’t get the
sugar they added to
dissolve properly.

8. Where were
they wrong?
8
• Overconfident and ignorance
of cultural aspects.
• The Indian people were not
used to eating processed
food.
• Premium prices (Rs. 21/-)
against Rs. 16/- of Mohan's
Flakes.
• Low priced traditional
breakfast available to them.
• They advertised: “ Indian
breakfast is not too healthy
to eat, go for healthy”.
Absolutely Wrong Move.

9. How Kellogg’s
overcame the
challenges?
9
• When Kellogg’s launched
Frosties (sweet, sugar-
coated flakes) in 1997, even
the company was surprised
by their success.
• By advertising and investing
in key brands
• Lowered prices
• Immediately changed their
Target from parents to child.
• By launching Chocó's and
Frosties

10. 10
Types of
Business Research
Research type is a method to discover information

11. Research
Types
11
1. Applied
2. Basic
o Descriptive Vs. Analytical
o Applied Vs. Fundamental
o Quantitative Vs. Qualitative
o Conceptual Vs. Empirical
3. Some other types of research
o One-time research Or Longitudinal
research
o Field-setting/ Laboratory/ Simulation
Research
o Historical Research

12. 12
Applied Research Basic Research
Applied research
is designed to
answer specific
questions aimed at
solving practical
problems.
Basic research does
not have
immediate commercia
l objectives and
although it certainly
could, it may not
necessarily result in
an invention or a
solution to a practical
problem
Types of
Research

13. Examples of
Applied Research
13
• Packages sales increased by 200% from
2001 to 2008. But the sales deceased by 6%
in 2009. what is the reason for this decrease?
• The question is: what will packages do about
this problem?

14. Examples of Basic
Research
14
• University professors engage in basic research in
an effort to understand and generate more
knowledge about various aspects of businesses,
such as:
 How to improve the effectiveness of information
system?
 How to integrate technology into the overall
strategic objectives of an organization?
 How to increase the productivity of the
employees?
 How to increase the effectiveness of small
businesses?

15. 15
Qualitative and
Quantitative
Research
Qualitative Research Quantitative Research
Qualitative research is the process of
collecting, analyzing, and interpreting non-
numerical data, such as language.
Qualitative research can be used to
understand how an individual subjectively
perceives and give s meaning to their
social reality.
Quantitative research involves the process of
objectively collecting and analyzing numerical
data to describe, predict, or control variables of
interest.
Hypothesis generating Hypothesis testing
Sample size is smaller Sample size is larger
Unstructured data Structured data
Includes hypothesis from data case study Begins with hypothesis generalizations.
Concerned with meaning. Concerned with behavior.

16. 16
Research Methods in
Business

17. CLASSIFICATION
OF RESEARCH BY
METHOD
17
Quantitative Approaches:
Quantitative research approaches are
applied to describe current conditions,
investigate relations, and study cause–
effect phenomena. Types of quantitative
researches are:
• Survey Research
• Correlational Research
• Causal–Comparative Research
• Experimental Research
• Single-Subject Research

18. CLASSIFICATION
OF RESEARCH BY
METHOD
18
Qualitative Approaches:
Qualitative research seeks to probe
deeply into the research setting to obtain
in-depth understandings about the way
things are, why they are that way, and
how the participants in the context
perceive them. Types of qualitative
approaches are:
• Narrative Research
• Ethnographic Research
• Case Study Research

19. Quantitative
Research
19
• Survey Research: determines and reports the way things are; it involves
collecting numerical data to test hypotheses or answer questions about the
current status of the subject of study.
• Correlational Research: involves collecting data to determine whether,
and to what degree, a relation exists between two or more quantifiable
variables.
• Causal–Comparative Research: attempts to determine the cause, or
reason, for existing differences in the behavior or status of groups of
individuals.
• Experimental Research: In experimental research, at least one
independent variable is manipulated, other relevant variables are controlled,
and the effect on one or more dependent variables is observed.
• Single-Subject Research: are those used to study the behavior
change that an individual or group exhibits as a result of some
intervention or treatment.

20. Qualitative
Approaches
20
• Narrative Research: is the study of how different humans
experience the world around them; it involves a methodology that
allows people to tell the stories of their “storied lives”.
• Ethnographic Research: is the study of the cultural patterns and
perspectives of participants in their natural settings.
• Case Study Research: is a qualitative research approach to
conducting research on a unit of study or bounded system (e.g. case
study of different competitive companies)

21. 21
Internal and External
Researchers

22. 22
Internal External
Internal data is
information
generated from
within the business,
covering areas such
as operations,
maintenance,
personnel, and
finance.
External data comes
from the market,
including customers
and competitors.
It’s things like statistics
from surveys,
questionnaires,
research, and
customer feedback.
Data Sources

23. Ethics and
Business
Research
23
• Ethics in business research refers to a
code of conduct of behavior while
conducting research.
• Ethical conduct applies to the organization
and the members that sponsors the
research. The researcher who undertake
the research, and the respondents that
provide them with necessary data.

24. 24
Any
Question?

25. Questions?
25
1. Define Research?
2. Write any two applications of research in
business?
3. Difference between quantitative and qualitative
research.
4. What is basic research?
5. What are the different types of research?
6. Define Narrative Research?
7. Define Casual Comparative Research?

26. 26
THANK YOU!